Emotional responses to brands and product categories

Flemming Hansen, Rolf Randrup and Larry Percy

Emotions are associated with everything we experience, including communication, purchase and consumption related to brands.

Emotional Responses to Brands and Product Categories

Larry PercyVisiting Professor, Center for Marketing Communication, Copenhagen Business School, Denmark

Flemming HansenProfessor, Center for Marketing Communication, Copenhagen Business School, Denmark

Rolf RandrupResearch Director, TNS/Gallup, Denmark

INTRODUCTION

Studies of consumer behaviour have mainly been concerned with cognitive theories of choice and information processing. However emotional processes in the unconscious brain play a role, which is neglected in our understanding of consumer behaviour. Recent neurological and physiological research has pointed at the importance of emotions in understanding human behaviour (Coleman 1995, Damasio 1994, 2000 and 2003, Le Doux 1998, McGough 2003)....

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